2024-03-02-Salesforce-2023年联网消费者报告_48页_4mb

Salesforce Connected Shoppers Report Summary

Overview

This 5th edition of the Salesforce Connected Shoppers Report is based on surveys involving 2,400 shoppers and 1,125 retail industry decision makers, providing insights into how digital tools, physical retail, and customer engagement are evolving. The report highlights trends in shopper behavior, retailer strategies, and the integration of technology to drive loyalty and sales.

Key Trends and Findings

• Digital and Physical Integration: Digital tools are transforming physical shopping experiences. Shoppers increasingly use mobile devices in stores for activities like research and checkout, while social media and messaging apps are key channels for discovery and purchases. By 2025, physical store transactions are expected to decline, but newer digital channels like voice assistants and live-streaming will complement these shifts. Generative AI is emerging as a powerful tool for personalization, content creation, and customer service automation.

• Brick-and-Mortar Evolution: Physical stores are shifting from transaction points to experience hubs, with retailers adding services such as in-store returns, virtual try-ons, and appointment scheduling. Store associates' roles are expanding to include customer service and last-mile delivery, with mobile devices helping improve productivity. Despite this, many retailers lack unified systems, hindering efficiency.

• Data and Personalization: Retailers are heavily investing in data-driven personalization to engage shoppers better. Unified engagement platforms are being adopted to provide consistent interactions across channels, though only 57% claim full ability to use customer data for personalization. Generative AI is seen as a game-changer for automating personalized marketing emails, offers, and content, helping retailers scale quickly.

• Customer Service Impact: Excellent service is critical for loyalty; 74% of shoppers abandon a brand after three bad experiences. Digital channels like email, chat, and social media are preferred for service inquiries, while poor service undermines retention. AI is being leveraged to streamline service through chatbots and automated responses.

• Loyalty Programs: Loyalty programs remain a key strategy for retention and customer acquisition, with shoppers valuing points, discounts, and personalized offers. However, retailers face challenges in leveraging loyalty data for segmentation and quick market responses. New opportunities include monetizing loyalty data through retail media networks and other services, with 54% of retailers already involved in such networks.

Implications for Retailers

Retailers must prioritize omnichannel strategies, invest in technology to enhance personalization and service, and address data fragmentation. Generative AI and mobile tools can help stay competitive, but integration and customer-centricity are essential to build loyalty in a digital-first world.

Methodology

Data from double-anonymous surveys across North America, Europe, Asia-Pacific, South America, and others, conducted in 2023. Surveys included diverse demographics, and findings are based on total numbers for accurate comparisons.